Yes, its all about IMAGE for most of us. Don't believe it? Take a look at the cars we drive. Who needs a rugged looking SUV to drive around urban centers? The new Lincoln and Cadillac SUV's are evidence of how silly its gotten. iMac has the "desktop appeal" that makes its users feel a little hipper for owning one. But its not really silly. Our fashion sense is just an extension of our personality - a need for self expression. Apple was smart enough to tap into that need and was rewarded handsomely.